Create a Public Relations Plan for an Organization

For this assignment, you will create a public relations plan for an organization of your choice. The plan can be as long or as short as you like (i.e. one year or a three-month campaign). You will be graded on the following:Format (APA, spelling, grammar, etc.)Clarity (is the plan well organized, easy to understand, and cohesive?)And how well you meet the following assignment objectives:1) Introduce your organization and describe how a solid PR plan/campaign can benefit it.2) Describe the situation: what is the public relations problem/issue, and what is the desired outcome?3) Objectives: outline the specific goals/objectives your PR plan will accomplish.4) Who is the audience? How do you know/how would you find out?5) Describe the strategy–the big picture themes and approaches–your plan uses to affect change/solve the PR issue.6) Describe the tactics–the tasks and channels–your plan uses to affect change/solve the PR issue.7) Provide a brief calendar/timeline.8) Describe how and when you’ll evaluate the plan’s success.9) Include one press release you’d write to applicable media round your PR plan. This assignment should be in APA format (see Purdue Owl if you have questions), double-spaced with title page, 12 pt font, 1 inch margins. Be sure to include in-text citations for any sources (including our textbook, any digital resources used, etc.) you use and a reference page. Page count is as long as you need to adequately (but concisely) create a PR plan with these guidelinesI also attached sample paper, so please take a look at it. You can use sample paper as a guide!
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NAME REMOVED
Public Relations Plan for Uber
Indiana University – Purdue University Fort Wayne
DATE REMOVED
COM-253 Final Paper
2
PR Plan for Uber
Public Relations Plan for Uber
I. Organization
Uber is a transportation company that was founded in 2008 by Travis Kalanick
and Garrett Camp (2017). As stated on Uber’s webpage, “For cities, we help strengthen
local economies, improve access to transportation, and make streets safer” (Kalanick &
Camp 2017). The Public Relations plan designed for Uber will target and achieve the
stated strategies, goals, and objectives as well as help save the lives of many by raising
awareness of drunk driving. In order to reduce the number of drunk-driving related
accidents, Uber will help prevent any intoxicated drivers from getting behind the wheel
by providing safe transportation that is readily available 24/7.
II. Situation
According to the Foundation for Advancing Alcohol Responsibility, driving while
under the impairment of alcohol was the cause of 10,265 deaths out of the total 35,092
vehicle traffic fatalities in the year 2015. Drunk driving has been a serious problem in the
United Sates for many decades and will continue to be if preventative measures are not
put into action. Uber’s ultimate desired outcome is the elimination of fatal vehicle traffic
accidents caused by impairments of drunk drivers in the future years to come.
III. Objectives
The goal of Uber’s Public Relations Plan is to raise awareness among young
adults, the public as a whole, and the media in order to prevent the costly – and
sometimes deadly – consequences of driving under the influence of alcohol.
PR Plan for Uber
3
1. To raise awareness of Uber’s mission.
2. To develop a consistent image of which is relatable to the public.
3. To create more public involvement by scheduling DUI-awareness educational
events and by hosting fundraising events.
4. To educate communities about Uber’s mission, with intentions of the company
developing new missions and goals as necessary.
IV. Audiences
By monitoring and analyzing demographic data collected from consumers within
the past year, analytics have shown that those within the ages of 16-24 most frequently
used the transportation services provided by Uber.
1. Primary audiences for Uber’s Public Relations plan those of/over the legal
drinking age, legislatures and key influencers, community universities and
colleges, and those with the license to drive a motorized vehicle.
2. Secondary audiences: Mothers and fathers of children who are or about to be of
the legal drinking age, and family members.
V. Strategy
The theme created for this Public Relation Plan is called “Don’t Drink and Drive –
Call Uber and Ride”. The following strategies were created to target the stated audiences
while achieving the company’s goals and objectives:
PR Plan for Uber
4
1. Developing a media campaign – through social media platforms – to publicize the
mission goals.
2. Researching DUI-related accidents data and DUI-related consequences for the
purpose of accurate informational materials.
3. Preparing educational events among local high schools.
4. Preparing fundraising events among local colleges and universities.
VI. Tactics
1. Develop a news video release that will advertise the launch of Uber’s mission
through broadcast media communication channels.
2. Create informational brochures including DUI-related incidents statistics to
persuade students at high schools, universities, and colleges to use Uber for
needed transportation.
3. Create a brochure about Uber’s upcoming educational and fundraising events.
4. Develop a blog/social media for Uber to increase awareness of the theme “Don’t
Drink and Drive – Call Uber and Ride” through electronic communication
channels.
5. Develop a public service announcement of Uber’s mission through different
forms of broadcast media communication channels.
PR Plan for Uber
5
VII. Calendar
Duration of campaign: January 2018 to May 2018 (5-months)
January 2018: Concept of video news release developed and approved, web blog for
campaign developed and approved, begin preparing press releases, and develop
informational brochures for campaign.
February 2018: Script of video news release written and approved, web blog for
campaign released to the media, prepare for educational events at local high schools,
prepare for fundraising events at college and universities, and informational brochures for
campaign approved.
March 2018: Video news release shot and edited, public service announcement
distributed to all radio stations, meet with chancellors of local high schools, meet with
deans of local college and universities, and informational brochures distributed to local
high schools, colleges, and universities.
April 2018: Final production of video news release approved, public service
announcement distributed to all television stations, and release of scheduled dates for the
hosted educational events at the local colleges and universities.
May 2018: Launch of video news release to the public, host educational events at local
high schools, and host fundraising events at local colleges and universities, and repeat
messages through media sources as necessary.
PR Plan for Uber
VIII. Evaluation
Success of the Public Relations plan for Uber will be evaluated four months after Uber’s
release of the campaign.
•
Production: Number of news releases, blog posts, tweets, Facebook posts, and
YouTube videos.
•
Attendance: Number of attendees at events (number of people exposed to uber)
•
Exposure: Number of media presences – television, radio, newspapers, and blog
posts
•
Analysis of gathered statistics: Number of DUI-related incidents since campaign
release and number of provided Uber rides since campaign release.
6
7
PR Plan for Uber
Andrea Emenhiser
Uber Technologies Inc.
1-800-353-UBER
andrea@uber.com
FOR IMMEDIATE RELEASE: 04/01/18
Don’t Drink and Drive- Call Uber and Ride
FORT WAYNE, IN—Uber, the modern transportation company, offers intoxicated
individuals with easy, cheap, and safe rides. The company will release their new
campaign this May.
The campaign “Don’t Drink and Drive- Call Uber and Ride” will be released in attempt
to reduce the 10,265 deaths caused by drunk drivers in 2015. Ease the pressure of finding
rides and eliminate getting behind the wheel intoxicated by calling Uber! Uber is an
application available on any smart device IOS or Android that allows you to get home
safely! It’s simple, all you have to do is press “call Uber” and enjoy the ride! The
application will automatically pay the driver a small charge through your programmed
credit or debit card.
“Uber probably saved my life when I was way too drunk and lost my friends downtown,
luckily I had the Uber app to get me home!”
Founded in 2009 in San Francisco, CA, Uber is now the leading transportation service
nation- wide. In July 2017 Uber hit a milestone of five billion rides!
“I use Uber every weekend when I go out, I honestly don’t know what I’d do without it.”
For more information on Uber Transportation Inc, visit. http://uber.com
8
PR Plan for Uber
Reference Page
“Drunk Driving Fatalities”. (2015). Foundation for Advanced Alcohol Responsibility.
Web 9 Dec. 2017. Retrieved from
.
Kalanick, T., & Camp, G. (2017). “Uber – Our Story”. Web 8 Dec. 2017. Retrieved from
.
Lattimore, D., Baskin, O., Heiman, S., & Toth, E. (2012) Public Relations: The
profession & the practice. NY, New York: McGraw – Hill.

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